BrightLocal research shows that Google still drives
Despite what the headlines would have you believe,
With both leaving their mark on consumer search behavior, marketing strategies like generative engine optimization (GEO) are not just becoming popular but essential.
But that doesn’t mean generative trauma ensues. Let’s unpack how your business and marketing team can navigate the changes, unknowns, and competition with generative AI SEO best practices.
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What is generative engine optimization?
Generative engine optimization (GEO) is about making your website and content easy for AI-powered search tools (like ChatGPT, Gemini, Perplexity) to find, understand, and cite.
When someone asks one of these tools a question, the AI systems scan content across the web to create an answer. It doesn’t give you a list of resources that could be helpful, like search engine optimization, but it aims to directly answer your question while citing websites it thinks are reliable. GEO helps your content get chosen as one of those lucky resources.
TLDR: SEO gets you on the party guest list (SERP). GEO gets you a VIP seat and a shoutout from the DJ (Citation).
GEO vs AEO
Ok, so SEO is clearly different from GEO, but what about AEO? Answer engine optimization (AEO) is closely related to GEO, but there’s a distinction worth understanding.
AEO targets direct-answer features that have been around for a while; think featured snippets in Google, knowledge panels, and voice assistant responses. It’s about showing up in those quick-answer boxes.
Generative engine optimization, on the other hand, focuses specifically on newer AI tools that generate original responses by combining information from multiple sources. It helps you be one of those sources.
Overall, many tactics work for both goals (and even SEO), but GEO requires extra attention to how you structure information and establish credibility so AI systems feel confident citing your work.
Why generative engine optimization matters now
Let’s not get it twisted: GEO isn’t replacing SEO. Rather, it’s extending it for a world where AI plays a bigger role in how people discover information. The marketers who figure this out early will have a significant advantage.
(So, if you’re reading this, congrats! You’re in good company.)
BrightLocal research shows that Google still drives 61% of all general searches, but AI platforms are noticeably growing as destinations where people start their research.
In fact, according to GWI, 31% of Gen Zers already say they use AI platforms or chatbots most frequently to find information online, and Gartner even predicts that 40% of B2B queries will be handled by an
Source:: HubSpot Blog
